The inspiration behind the campaign derives from the notion that anyone who practices kindness are often deemed as crazy. The ad emphasizes that kindness is just the craziness that the world needs for change.

Ugandan artist, Maurice Kirya provides the vocals for the commercials theme tune ‘Continent of Kindness’. The ad is only being shown across the African continent.

Coca-Cola have often made concious efforts to relay positive messages in their ads. Remember their 1971 commercial?